Moving towards a circular fashion economy

Recycling, repairing, reusing. Making the fashion industry circular is a reality. The goal is to eliminate socio-economic or environmental harm through a circular model. This revision on the classic way of working of the industry is gaining more and more popularity among fashion brands.

MMBSY proposes 4 macro trends for the SS21 season: Local Love, Circular Economy, Cottagecore and Future Imperfect. Let's take a look here at the efforts some brands are taking in their journey towards implementing a circular model.

Fashion-forward sustainability with the SMART GUESS ECO collection

The fashion-forward SMART GUESS eco collection continues to grow each season. This cool assortment of men’s, women’s and kid’s clothing is made using environmentally conscious manufacturing processes, once again renewing GUESS’ commitment to sustainable fashion. It is created using the latest, environmentally sound materials, from recycled and organic cotton to natural hemp and recycled bottles. SMART GUESS Eco features approximately 50% of the assortment for the GUESS JEANS line and 30% for the GUESS KIDS one.

These groundbreaking endeavors are all part of the GUESS Sustainability Plan, the brand’s holistic approach to operate with integrity, empower people and protect the environment. Adopting water-saving denim technology, managing environmental impact within the supply chain and promoting circular fashion are just some of the facets of this plan, which also seeks to reduce emissions and harness science to achieve a greener, more sustainable future. The SMART GUESS eco collection is a result of these actions, to become more sustainable throughout the brand.

“Sustainability is a catalyst for creativity, helping us to rethink the way we design our products. Our sustainability goals have challenged us to innovate, evolve and adapt. As we focus on what we do best, we know the future means, doing more with less – less water, less waste and less carbon – and meeting the aspirations of new generations”. - Chief Creative Officer & Co-Founder Paul Marciano

Lee Cooper: when blue jeans become green

Since 10 years, Lee Cooper has been committed to a production process with

a focus on the well-being of people and nature. The brand remains committed to collaborate with partners who keep their impact on our planet as low as possible through innovative techniques.

Lee Cooper aspires to have 90% of their denim washed in an eco-friendly way by 2021and by 2025 the brand aims to be fully operational with green energy. In the near future, Lee Cooper denim will be 100% recyclable by replacing synthetic fibers more and more by sustainable alternatives.

Where a few years ago the brand still needed 100 liters of water per jeans, it now uses only 2 liters. 25% of the energy consumed is green thanks to the use of solar panels. The target is 100% by 2025. The use of chemicals has decreased by half. Production has been CO2 neutral since 2018.

BRAX, saving the Blue Planet

BRAX stands for passionate, style-conscious and smart. You can take that last one very seriously. They invest in the wellbeing of the planet, respect feminine shapes and prioritize the comfort of their clothes. Their Blue Planet range stands for sustainable products. The use of environmentally friendly technologies, such as laser and ozone, significantly reduces the consumption of water, chemicals and energy during manufacture of the jeans. Sustainable, without losing out on comfort and authenticity.

Tamaris launches the sustainable collection GREENSTEP

With the new collection line GREENSTEP, the brand is demonstrating its attitude, responding to the challenges of the times and expanding its portfolio to include timeless shoes produced in a resource-saving manner. The brand is conciously making this path not in a sprint, but rather as a marathon step by step.

Under the motto "We do our best", the brand is assuming more and more ecological and social responsibility on the way to more sustainability and a responsible shoe print.

All models are characterized by responsible processes in the areas of production, social affairs and transport. In addition, responsibility is demonstrated on the shoe itself through the use of recycled PET and water-based adhesives. A distinction is made between leather and innovative materials such as Apple Skin. In total, TAMARIS GREENSTEP comprises ten models in the price ranges from €59.95 to €120.

Unisa's commitment to the environment

Unisa's commitment to the environment is stronger than ever. The brand continues with the popular ECOLINO, exclusive material of the brand, obtained 100% from waste plastic bottles. Imitating linen, these synthetic fabrics are resistant, long-lasting, light, and ecological.

In addition, Unisa added two important innovations: WASH ME, used in a collection of bags that makes them completely hygienic: washable and with an infinite life. And NARA, vegetable tanned leather with 0 environmental impact, a material used in their sneakers and sandals.

Ecolino, Nara & Wash Me

Freedom Moses: walking on vegan slides

This upcoming brand, whose name is an ode to the Israel of Moses, radiates fun and freedom. Their mission is to help people feel more relaxed in their everyday lives. At least you don't have to worry about how these slides are being manufactured, since they are totally recyclable and vegan. On top of that they are waterproof and washable, which comes in handy. And since they smell like milk and honey, there’s no more worrying about bad odors. These colourful slides are bright on your feet, and hopefully add some colour to your day. Wear them around with pride, since they are completely ethical and sustainable.

Go for Good: La Redoute's sustainable fashion and deco collection

With it's 'Go for Good' line, La Redoute engages in a more responsible lifestyle. This means new values such as recycling, the use of sustainable materials and improved production become the core of the corporation. In this matter, they achieve these values by acting for example according to the zero-waste principle and animal protection. The Go for Good line contains both fashion and deco.